Elena's Electronics

Our client is Elena’s Electronics, an electronic goods chain store. Historically, the client relied on rapid opening of new stores to increase growth. However, the client’s presence is now so broad that it must also look for internal growth. In 2017, Elena’s Electronics tested a pilot that changed the responsibilities of staff in its cell phone division. In the old model, all employees were expected to handle all tasks related to sales and products. Under the new program, there are two different types of employees: sales specialists and product specialists. Sales specialists handle all customer interactions, such as talking to customers about their needs and recommending products. Product specialists handle all product management functions, including inventory, ordering, and shelf management. The purpose of the pilot was to see whether sales specialists could target customer needs better and thus increase profits from phone sales. Our client wants us to assess whether or not the program was successful and whether it should expand the pilot program to all the divisions of the stores.